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JFFF (read: jay ef three) is a grand celebration that is held every year in May by PT Summarecon Agung Tbk., in collaboration with the Jakarta Provincial Government through the Department of Tourism and Culture of Jakarta and supported by the Indonesian Ministry of Tourism and Creative Economy and the Indonesian Ministry of Trade. JFFF was first held in 2004 with the vision of transforming Indonesia into global taste and the mission to promote image, dignity, and prestige of Indonesia in international scene by driving various culture-based business sectors.